1– Confidential –

SONY’S MARKETING CAPABILITIES

• Full-service new media department within Marketing• Innovative digital campaigns: e-magazine for Cashmere Mafia, “Walt’s Wisdom” viral

campaign for Breaking Bad, “So Sue Me” Facebook application for Canterbury’s Law

• Provide clients one-of-a-kind portal to navigate and access show info, research, and video• Developed state of the art media kit with compelling graphics and inserts for avails

• Created campaigns targeted at next generation viewers– “Seinfeld: The Next Generation” cultivates new, young Seinfeld fans through on-air

campaigns, UGC contests and college tours

Advertising• Innovative campaigns include 12-page Y&R advertorial in LA Times for 35th anniversary,

advertising inserts highlighting Seinfeld’s 4th cycle renewal and multi-platform opportunities

AffiliateMarketing

Ad Sales Marketing

New Media

Publicity • Publicity and media relations through trades, TV, radio, print as well as new media outlets, including blogs, buzz marketing, and web-based content syndication

• Leverage marketing across all Sony companies and assets• Led industry with multi-platform presence at CES “Anytime, Anywhere, Anyscreen”• Celebrities supported Sony branded tie-ins (Jerry Seinfeld, Alex Trebek, Tony Bennett)

Sony United

2– Confidential –

BRINGING ALL SONY’S RESOURCES TO DR. OZ

• “Sony United” is a CEO-led initiative that combines the strength of all Sony divisions (Sony Electronics, Sony Pictures Television, SPE / Columbia, Sony BMG, PlayStation) in support of our major brands

• This program takes advantage of Sony’s unique position in the market place and multiple consumer touch points to market a specific brand, product, or show

• Quarterly meetings are chaired by Howard Stringer and attended by the Presidents and Marketing Heads of each division, ensuring senior-most visibility and support

• We have utilized Sony United in the past to create cross-Sony marketing support for our flagship entertainment brands

– Seinfeld: DVD promoted on Crackle.com; “Seinfeld” category on Jeopardy

– Bond: Sony devices used in films; Movie trailers airing in SonyStyle stores

– Spiderman: Game developed for PS3, VAIOs preloaded with content, Branded phone

• As a cornerstone of Sony Picture Television’s line-up, Dr. Oz will receive this same level of support. Dr. Oz will gain access to the full resources of Sony, benefiting from cross-company alliances and marketing solutions that only Sony could offer

3– Confidential –

HARPO / SONY MARKETING COLLABORATION

• SPT will provide a full complement of our marketing team at the show site with a direct link back to the complete resources of our LA-based marketing group

• We will embed four key team members on the show site, ensuring smooth and well-coordinated marketing and publicity efforts

Harpo and SPT will collaborate as partners to market and promote Dr. OzHarpo and SPT will collaborate as partners to market and promote Dr. Oz

Marketing / Promo Executive Work with the producers in the booth and on the floor to identify and source unique moments of the show as they happen to create strong on-air promotions

Affiliate Marketing Executive Make sure station requests and immediate sales and affiliate needs are met. Develop strong partnerships between the show and our network of syndicated affiliates

Publicity Executive Work closely with producers to take advantage of press opportunities as they occur

Web Master / Producer Ensure that the brand essence properly translates from broadcast to the online environment

4– Confidential –

AffiliateMarketing

Digital

National Media

Other

Ad Sales

DR. OZ MARKETING AND PUBLICITY

Grow the Dr. Oz brand to the highest level of awareness, using our unique marketing initiatives, including traditional marketing and cutting edge techniques

• Full media mix (on-air network / cable, print, radio, trades, and out-of-home)

• Co-op advertising, local market promos, on-air support, satellite media tours, and PSAs• Work with local stations to produce and incorporate “Dr. Oz Moments” into early

morning and local newscasts• B2B website to distribute print materials, radio spots, web banners, and pertinent

information to stations and cable clients

• Viral marketing, mobile marketing and tie-ins (e.g., SMS)• Integrated promotions, email and online campaigns• Facebook fan page and MySpace profile page

• Continued support through special events, conferences, trade promotions, etc.• Cross-promote on other Sony assets

• Rich media presentations and show sales reels• Media kits, brochures, one-sheets and other collateral

• Multi-faceted plan focusing on both trade and consumers to build awareness• Deploy ALL means of exposure, including our unique New Media publicity skills

Publicity

5– Confidential –

Dr. OzShow-Based

Website

• Develop, host, and continually update an immersive, 24/7 website to build awareness of and increase engagement with the show

– Show information and incorporates ad-supported streaming

– Interactive content (e.g., quizzes), news letters, and viewer loyalty programs

– Portable extensions for stations to embed content on their local station website

• Show website can be the starting point for a more comprehensive Dr. Oz experience

DIGITAL INITIATIVES

Digital Media Campaigns

• Viral marketing (like our award-winning “Walt’s Wisdom” application)

• Digital extensions (like our Cashmere Mafia e-magazine)

• Mobile WAP site with interactive features (mobile widgets, video, voice tones, wallpapers)

• Integrated promotions including Facebook business profile and MySpace and Yahoo! branded pages

Full Online Dr. Oz Brand

Experience

• In collaboration with Harpo (and at their request), form a JV to build the leading health & wellness, community-based website encompassing the entire Dr. Oz brand

• Capture the personality and voice of Dr. Oz as “America’s Doctor”

• Incorporate direct interaction with Dr. Oz, show-based elements / videos, community features (e.g., chat, message boards, blogs), and a robust editorial offering

• Become a trusted, daily resource for anyone with a specific health concern or a general interest in healthy living

• In addition to increased awareness, generate advertising and e-commerce revenues

6– Confidential –

TAILORED MARKETING OPPORTUNITIES

Application offers users healthy alternatives to satisfy their food cravingsThis or That

Users type in various food items available in their house and receive healthy recipes for the combination

Mixology

Users download flash cards with nutritional facts on various food itemsFlash Cards

User upload cell phone pictures of food items to receive calories countsCalorie Counter

Users upload their questions to the Dr. Oz site and receive adviceAsk Dr. Oz

Pill camera broken into 24 -5 minute video sections available onlineInside Dr. Oz

Open forum community section available on the Dr. Oz web siteDr. Oz On Call

Let users compare their real age to their friends through this Real Age application tied into Facebook’s API

Real Age on Facebook

One minute videos available via mobile and online through station group sitesYou in a Minute